Heidelberg used CeBIT to launch an assault on Xeroxs key black-and white transactional printing market.


It launched Mercury, a new software package, which it saw as the highlight of its show. Mercury processes file formats used in computer centres in industry, finance, insurance and administration for output on the Digimaster 9110.


The target audience is Xeroxs customer base, which is "where we are heading," said Heidelberg Digital chief executive Wolfgang Pfizenmaier.


Heidelberg believes that by using software that is based on open industry standards it will have an advantage over Xerox and its proprietary workflow.


"Times have changed and people today are no longer accepting proprietary systems," said Pfizenmaier. "We support open standards throughout industry and see other companies are not doing that. This is an excellent fit with our company strategy and for people who complain about proprietary systems."


Heidelberg expects to sell up to 800 machines with this software in the next three years.


"In the medium term we anticipate a share of 30% in this market segment, whose current volume is estimated at around 12,000 installed machines," said marketing director Holger Reichardt. He saw the show as a big success for Heidelberg with visitor numbers to its stand well up on last year.


"Heidelberg and its solutions occupy a very successful position in the IT industry," he said.


It bought Mercury from small German software development firm CSP, which developed the software.


Story by Jez Abbott